HELP PHARMACEUTICAL INDUSTRY TO BUILD MEANINGFUL PERSONALIZED HEALTHCARE PROFESSIONAL EXPERIENCE
PDF (English)
HTML (English)

Palavras-chave

Pharmaceutical Industry, Brand Leadership Circle, Brand Communications, Pharma Marketing, patient journey, Healthcare Professional needs, Patient needs, Strategic Tool, Stakeholders, value-based healthcare

Como Citar

Barreto, A. ., Pé-curto, A. ., Tachibana, G., Lavorgna, L. ., Gouveia, P. ., Maida, E. ., Sousa, C. ., Melo Lopes, R. P. ., Joel, P., Bela Cardoso, P., Ribeiro, E. ., Guerra, N. ., Lopes Camilo, J. ., Moital, I. ., Pedrosa, H. ., J. Pinato, D. ., & Santos, R. . (2024). HELP PHARMACEUTICAL INDUSTRY TO BUILD MEANINGFUL PERSONALIZED HEALTHCARE PROFESSIONAL EXPERIENCE: THE APPLICATION OF THE BRAND LEADERSHIP CIRCLE TOOL TO OPTIMIZE AND INNOVATE ACROSS THE VALUE CHAIN AS PART OF A SUCCESSFUL BUSINESS MODEL. Health and Society, 4(03), 180–199. https://doi.org/10.51249/hs.v4i03.2104

Resumo

Unlike the consumer industry, biopharma, medical technology, and wellness companies have struggled to build meaningful, personalized patient and healthcare professional (HCP) experiences. The increase in drug launches and growing competition across therapy areas has made it challenging for brands and organizations to stand out from the crowd, whether for new molecules vs. legacy brands in an established treatment area and their generic counter-parts or for new molecules in a rare disease where trust is not yet earned. The customers’ needs and preferences are changing at lightning speed. The hierarchy of engagement has transformed, disrupting the dynamic between patients and healthcare professionals. Studies (1, 2) show that drug marketers too often turn various aspects of their product profile into signals – and may inadvertently “reinforce the habitual behavior the marketer is trying to change”. We encourage pharmaceutical companies to use a “data-driven approach to uncover new opportunities for growth” and improvement, and we’re committed to delivering results that make a difference for the patient, HCPs and for the system (value-based healthcare approach). Applying the Brand Leadership Circle, a new strategic tool, will help understand the patients’ journey and other stakeholders’ needs to implement successful approaches in marketing, communications and services using systematic research methods and techniques.

https://doi.org/10.51249/hs.v4i03.2104
PDF (English)
HTML (English)

Referências

Aaker, D.A. (1996) Measuring brand equity across products and markets. California Management Review 38(3): 102–120.

Aaker, D.A. and Joachimsthaler, E. (2000) Brand Leadership. New York: Free Press.

Aaker, D.A. and Joachimsthaler, E. (1999) The lure of global branding. Harvard Business Review (November-December) 135–144.

Andersen, B. (2018). The Spirit of Leadership. The Leadership Circle www.theleadershipcircle.com

Avalos, Carolina, “Internalized oppression: Latino narratives on educational experience” (2013). Master’s Theses. 4376. DOI: https://doi.org/10.31979/etd.bv7t-4unp

Baek, T.H. and King, K.W. (2011) Exploring the consequences of brand credibility in services. Journal of Services Marketing 25(4): 260–272.

Baştuğ S, Şakar GD, Gülmez S. An application of brand personality dimensions to container ports: A place branding perspective. Journal of Transport Geography. 2020;82:102552. https://doi.org/10.1016/j.jtrangeo.2019.102552

Bachmann, P. & Ingenhoff, D. (2016). How Do Media Companies Gain Legitimacy? An Experimental Study on the (Ir)Relevance of CSR Communication. Published in “International Journal of Strategic Communication” 11(1), 2017, 79-94

Cahng, Y & Ko, N., Y. (2014). The brand leadership: Scale development and validation. in Journal of Brand Management · November 2014

Cheng, J.M.S., Chen, L.S.L., Lin, J.Y.C. and Wang, E.S.T. (2007) Do consumers perceive differences among national brands, international private labels and local private labels? The case of Taiwan. Journal of Product and Brand Management 16(6): 368–376

Cornelissen, J.P. (2014), Corporate Communication: A Guide to Theory and Practice. London: Sage, fourth edition

Dalaki F, Esmaeilpour M, Bahrainizad M. Explaining Factors Affecting Brand Image of Hospital with the Emphasis on Branding in Health Services Marketing; Case Study of Salmane Farsi Hospital in Bushehr. Health Research Journal. 2019; 4(2):63-71. (in persian). https://doi.org/10.29252/hrjbaq.4.2.63

Darshika, S. et al., (2021). Effective Use of Instagram Algorithm for the Benefit of Small Online Businesses. International Journal of Innovative Science and Research Technology. Volume 6, Issue 10, October

Elrod JK, Fortenberry JL. Driving brand equity in health services organizations: the need for an expanded view of branding. BMC Health Serv Res. 2018; 18(3):23-8. https://doi.org/10.1186/s12913-018-3679-4

Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, and brand reputation on the brand performance of the hospitality industry. International Journal of Hotel Management, 76, 271-285. https://doi.org/10.1016/j.ijhm.2018.05.016

Granata, G., & Scozzese, G. (2019). The Actions of e-Branding and Content Marketing to Improve Consumer Relationships. European Scientific Journal, ESJ, 15(1), 58. https://doi.org/10.19044/esj.2019.v15n1p58

Gros, J. Le. (2019). Brands with purpose: forming trademark strategies. In Managing Intellectual Property (pp. 27–29). https://doi.org/https://heinonline.org/HOL/License

Hosseini SE, Mohemi M, Abazari Y, Nikanloo N. The evaluation of effects factors on brand equity of Binalood Company from the consumer’s perspective. Adv. Environ. Biol. 2013:2060-5.

Kalinska-Kula M, Staniec I. Employer branding and organizational attractiveness: current employees’ perspective. ERSJ. 2021; XXIV(1): 583-603. https://doi.org/10.35808/ersj/1982

Kotler, P. Marketing Management, millennium edition: Custom Edition for University of Phoenix, 2012

Kapoor, K., K. (2018). Advances in social media research: past, present and future. Management and Law Publications

Macnamara, J., & Zerfass, A. (2012, May). Social media communication in organizations: The challenges of balancing openness, strategy and management. Readings in the strategy process (pp. 10–18). New Jersey: Prentice Hall

Miller, K.W. and Mills, M.K. (2011) Contributing clarity by examining brand luxury in the fashion market. Journal of Business Research 65(10): 1471–1479.

Mainwaring, S. ; (2020). Purpose At Work: How Vans Unlocks Growth And Impact Through A Genuine Commitment To Community. Forbes. https://www.forbes.com/sites/simonmainwaring/2020/09/24/purpose-at-workhow-vans-unlocks-growth-and-impact-through-a-genuine-commitment-tocommunity/?sh=29fc8178ff3

Mirzaei A, Webster CM, Siuki H. Exploring brand purpose dimensions for non-profit organizations. JOBMAN. 2021; 28(2):186-98. https://doi.org/10.1057/s41262-020-00224-4

Narayanan, S., & Das, J. R. (2021). Can the marketing innovation of purpose branding make brands meaningful and relevant? International Journal of Innovation Science. https://doi.org/10.1108/IJIS-11-2020-0272

Navaridas-Nalda, F., Emeterio, M.-S., Fernández-Ortiz, R., & Arias-Oliva, M. (2020). The strategic influence of school principal leadership in the digital transformation of schools. Computers in Human Behavior, 112, 1–12. https://doi.org/10.1016/j.chb.2020.106481

Øverland, A. P. (2016). Always on: Digital Brand Strategy in a Big Data World. Routledge.

Orekhov, M. (2020). The essence of the digitalization process as a new global information stage. Information and Communications, (1), 68–85.

Odoom PT, Narteh B, Odoom R. Healthcare branding: Insights from Africa into health service customers’ repeat patronage intentions. International Journal of Healthcare Management. 2021; 14(3):663- 75. https://doi.org/10.1080/20479700.2019.1688503 17.

Reyes-Menendez, A., Saura, J. R., & Stephen, B. T. (2020). Exploring Key Indicators of Social Identity in the #MeToo Era: Using Discourse Analysis in UGC. International Journal of Information Management, 54, 102-129. doi: 10.1016/j.ijinfomgt.2020.102129

Saura, JR, Ribeiro-Soriano, D., & Palacios-Marqués, D. (2022). Evaluation of behavioral data science privacy issues in the deployment of government artificial intelligence. Quarterly Government Information, 39(4), October 2022, 101679. https://doi.org/10.1016/j.giq.2022.101679

Saura, J.R., Palacios-Marqués, D. and Barbosa, B. (2023), “A review of digital family businesses: setting marketing strategies, business models and technology applications”, International Journal of Entrepreneurial Behavior & Research, Vol. 29 No. 1, pp. 144-165.

TEM Journal, 4(2), 149-155. Varnali, K. (2019). Online behavioral advertising: An integrative review. Journal of Marketing Communications, 27(1),1-22. Wang, K. C. (2007, August 5-10). A process view of SWOT analysis [Paper Presentation]. 51st Annual Meeting of the International Society for System Sciences, Tokyo, Japan.

Yukl, G. (2006) Leadership in Organizations, 6th edn. Upper Saddle River, NJ: Prentice Hall

Yadav LK, Kumar A, Mishra S. Can organizations leverage employer branding to gain employee engagement and reduce turnover intention? An empirical study with organizational trust as a mediator. Vision. 2020; 24(4):496-505. https://doi.org/10.1177/0972262920943774

Zhang P, Meng Q. Marketing to develop the premier medical brand in the Huaihai economic zone. Cell Biochem Biophys. 2015; 72(2):371-4. https://doi.org/10.1007/s12013-014-0470-y

Creative Commons License
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.

Copyright (c) 2024 Amilcar Barreto, Antonio Pe-curto, Gillian Tachibana, Luigi Lavorgna, Pedro Gouveia, Elisabetta Maida, Conceição Sousa, Pedro Melo Lopes, Pedro Joel, Patricia Bela Cardoso, Eduardo Ribeiro, Norberto Guerra, Joana Lopes Camilo, Ines Moital, Hugo Pedrosa, David Pinato, Rita Sousa

Downloads

Não há dados estatísticos.

Métricas

Carregando Métricas ...